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NBA
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Introduction of NBA
Table of Contents
NBA Marketing
NBA Sponsorship
NBA Analysis
Future of NBA
Yao Ming
Michael Jordan
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NBA [National Basketball Association]
NBA
American Teams 29 + Canadian Team 1 = 30 NBA Teams
ABA(American Basketball Associaton) +
NBL(National Basketball League)
= NBA
American major Sports = MLB, NFL, NHL, NBA
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NBA Marketing
David Joel Stern
Commissioner of NBA
Star Marketing Jordan & Yao ming
Enhancement of Broadcasting
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NBA의 세계화 전략
Bought best players around the world
Beginning of globalization of NBA
Reason for failure of industrialization and globalization of NBA
Majority is black race
Lots of confusing rules
Not known by many people
Trade
_SLIDE_6_
NBA Globalization Strategy
Star Marketing
① Yao Ming
Yao Ming
Birth 1980/ 9/ 12/
Age 32
Gender male
Size 229cm, 140.6kg
Debut Shanghai Sharks
Nickname walking wall…(생략)
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came one of the 4 major sports
Gave Nike a firm stand on first place
After Jordan announced his comeback: Nike, McDonalds, Gatorade 20% rise in stock
Fall of 30% after his 3rd announcement of retirement
60000000$ from shoes, sportswear, sports drinks, clothes, figures, perfume, videogame rights, and commercials
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NBA Jordan Marketing
AIR JORDAN
“Nike gave the birth of humanity into these shoes. This was a type of marketing that fit into no group whatsoever, it was unique and brand new.`
23 shoes were made with Jordan’s name; his back number was 23
Air Jordan raised 130000000 dollars during the first year only
Nike takes about 70% of the basketball market.
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NBA Jordan Marketing
Michael Jordan Figure & Perfume
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NBA Sponsorship
Adidas
Kumho Tire
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NBA Sponsorship
MK Trend
KIA
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NBA Analysis - SWOT
Strength
Popular Spotrs
Value of Brand
Absence of rival league
Inspire Cha
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